- July 27th 2026 |
- 5 minutes
Home >> Insights >> Content Hub >> Beatgrid Wins Best Use of Insight & Research at the Campaign UK Audio Advertising Awards 2026
Beatgrid Wins Best Use of Insight & Research at the Campaign UK Audio Advertising Awards 2026
How Independent Audio Measurement Helped OVO and Goodstuff Prove What Audio Was Actually Contributing to Brand Growth
Beatgrid has been named winner of Best Use of Insight & Research at the Campaign UK Audio Advertising Awards , recognition for research that set out to answer a question the audio industry has argued about for years without a definitive way to settle it: what is audio actually contributing to brand growth, and how does it perform once you account for everything else in the media mix?
This is the second industry award recognition for this specific campaign measurement work Beatgrid delivered in 2026, following the win for Best Media Research Tracking or Syndicated Project at the Adwanted UK Media Research Awards. Both awards were judged independently. Both point to the same underlying finding: when you measure the full media mix from a single source, the picture changes.
The winning project, “Proving the Power of Audio: An Industry-First Approach to Brand Growth,” was conducted in partnership with media agency Goodstuff and energy brand OVO.
The Measurement Problem That Prompted the Project
Audio has long occupied an awkward position in the media plan. Advertisers commit budget to it, largely on the strength of category research and intuition, but measuring its individual contribution to brand outcomes has been structurally difficult. Audio consumption happens alongside, not instead of, every other channel a listener is exposed to. Isolating what audio itself is driving, distinct from the TV, CTV, and digital exposure happening at the same time, has not been something the industry could do with confidence.
OVO and Goodstuff wanted a direct answer, not an inferred one: is audio earning its place in the media mix, and if so, what is it doing that the other channels are not?
How Beatgrid Measured It
Using Beatgrid’s mobile app panel, where consumers receive points & rewards for passive, background Audio Content Recognition (ACR) metering technology, the project captured verified, deterministic ad exposure across audio and the rest of the media mix, from the same real people, at the same time. All deterministically measured audio exposure data. No 3rd-party data collection or modelling or different data sets. It does not rely on survey recall, category benchmarks, or probabilistic matching. Beatgrid’s panellists carry the measurement passively in their daily lives, which means the data reflects how media is actually consumed, not how a plan assumed it would be consumed.
That unique single-source view made it possible to see audio’s contribution to brand growth in the context of everything else in the plan, rather than as an isolated, self-reported channel metric.
What the Data Showed
The project delivered a person-level view of how audio performed alongside OVO’s wider media mix: what audio was contributing on its own, where its effect overlapped with other channels, and where its incremental value to brand growth was highest. The output was not a set of assumptions dressed up as a report. It was a specific, industry-first answer to a question that had previously only been argued about, because the insight required a view across the entire mix at once, from the same source.
Why Independent Measurement Produces Different Results
Channel-reported audio metrics are calculated within that channel’s own methodology and universe. Within that universe, the data may be accurate. But that same listener is also seeing and hearing everything else in the mix and no single channel’s methodology is built to see across that whole picture.
Independent measurement resolves this by sitting outside the ecosystem entirely. Beatgrid has no channel to protect and no inventory to report against. The data from 500+ campaigns across the US, UK, Australia, Canada, India, and Germany reflects the full media mix as experienced by real people, deduplicated, person-level, and not bounded by any single channel’s own measurement logic.
For advertisers weighing audio against the rest of the plan, this is the only methodology that answers the question by design, rather than by assumption.
What the Award Recognises
The Campaign UK Audio Advertising Awards are judged by independent industry practitioners. Winning Best Use of Insight & Research reflects the rigour of the methodology, the quality of the analysis, and the commercial relevance of what the research actually proved.
Together with the Adwanted UK win for the same body of work, the recognition reflects what Beatgrid’s campaign data shows consistently: when you measure the full media mix from a single source, the findings change. Assumptions about individual channels shift. Contribution becomes visible where it was previously only argued about. And the decisions that follow are materially better.
Congratulations to the teams at Goodstuff and OVO, and to everyone at Beatgrid who made this possible.
By Sharon Cuevas
Content Marketer
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